ADOBE APPLICATION SALES TACTICS
Adobe Real-Time CDP
With Application Sales Tactics for Adobe Real-Time CDP, you can help clients understand how Adobe’s AI-powered customer data platform (CDP) lets them unify customer data, quickly build and activate audiences, and connect with customers in the moments that matter.
KEY MESSAGING
Start here: Positioning Adobe Real-Time CDP
Companies that effectively use customer data can put themselves in a better position to personalize customer experiences to drive growth. Adobe Real-Time CDP unifies customer data from any source—from zero- to third-party—and leverages AI to build, manage, and activate audiences instantly to help brands engage with customers at every touchpoint and step of the lifecycle.
RTCDP B2C:
New, Rip & Replace
Sell Real-Time CDP B2C Edition to a net new CDP customer or displace a competitive CDP that resides in a new customer account with no footprint of Adobe customer experience apps.
RTCDP B2C:
Cross-sell
Sell Real-Time CDP B2C Edition to a customer with a footprint of Adobe customer experience apps, targeting (but not limited to) Adobe Analytics, Customer Journey Analytics, Campaign, Journey Optimizer, and Target customers.
RTCDP: RTCDP Connections,
Server-Side Event Forwarding
Position RTCDP Connections to marketers wanting to deliver powerful digital experiences by efficiently collecting and sending event data in real-time through server-side event forwarding to third-party tools.
RTCDP:
Capacity, Capability, and Volume Upsell
Help customers ensure performance as their business matures and scales; bring customer entitlements in line with growing business and expanded volume needs; and sell new capabilities, capacity, or volume to existing customers.
RTCDP:
Data Composability
Win against composable CDP competitors or brands looking for zero data copy solutions when working with their enterprise data warehouse.
RTCDP B2B Edition:
B2B New, Rip & Replace
Sell Real-Time CDP B2B Edition to a net new Adobe CDP customer or displace a competitive CDP that resides in a new customer account with no a footprint of Adobe customer experience apps.
RTCDP B2B Edition:
B2B Cross-sell
Sell Real-Time CDP B2B Edition into a brand with a footprint of Adobe customer experiences apps, targeting (but not limited to) customers with Real-Time CDP B2C Edition, Marketo Engage, and Customer Journey Analytics B2B Edition.
Adobe Audience Manager (AAM):
Data Management Evolution
Evolve, mature, and retain current Adobe Audience Manager clients (paid and unpaid) by positioning new innovations like Real-Time CDP Collaboration, inspiring first-party data foundation evolution with Real-Time CDP, and protecting GNARR via flat renewals and adoption programs.
RTCDP Collaboration:
Data Collaboration for Brands
Position Real-Time CDP Collaboration to brands and advertisers looking for data clean rooms to advertise with publishers or media networks or for brand-to-brand second-party data collaboration.
RTCDP Collaboration:
Audience Monetization for Publishers and Media Networks
Position Real-Time CDP Collaboration to publishers and media networks looking for data clean rooms to power advertising sales and provide audience planning, activation, and measurement to advertisers.
Adobe’s value proposition
Your B2C and B2B customers can turn fragmented data into a foundation for relevant experiences with Real-Time CDP, helping them fuel engagement across the customer journey while connecting paid and owned channels with timely, customized experiences. With real-time profiles for individuals and accounts, they can activate intelligent audiences at scale while maintaining trust and compliance. Embedded AI and privacy-first governance empower their marketers to instantly personalize across channels, create impactful campaigns, and drive growth without compromising customer trust.
Key value drivers
- Unify zero-, first-, second-, and third-party data for holistic visibility and better decision-making
- Enhance marketing productivity with built-in governance, privacy controls, and embedded AI tools and agents for building and activating real-time profiles and audiences
- Boost campaign performance with automated, AI-powered audience discovery, creation, management, activation, and optimization
- Improve customer acquisition and full-funnel marketing by enhancing insights and targeting with access to unified customer profiles and built-in data collaboration tools
- Deliver omnichannel customer experiences at scale with precision and speed using profile and audience management, edge segmentation and delivery, and cross-channel activation
- Portfolio Plays
- Strategic Sales Plays
